Search intent (also known as user intent) is the goal of the user when they search a query on Google. This may be to make a purchase, find information, or to find a specific website or page. In this blog, we discuss how important search intent is in SEO and whether or not it plays a role in how Google ranks content. So, let’s get started, is search intent a ranking factor?
Search intent is an important ranking factor. You can do everything right in terms of SEO and content optimisation, but if your page does not match the intent of the keyword and therefore the intent of the user, it is unlikely to rank well.
Read on to learn more about search intent and how to optimise your content to suit the different types of intent.
Based on their recent guidelines, some would say that Google is “obsessed” with search intent, making it a key ranking factor. Simply put, if you don’t satisfy the intent of a keyword, you won’t rank for it. Other ranking factors, such as backlinks and high-quality content still matter, but search intent trumps it all.
Your webpage could be incredibly well written, featuring strategic keywords, links, visuals and everything else that you would expect to have a positive impact on SEO rankings. But, if the search intent is wrong, it’s very unlikely that your page will rank highly.
For example, you could publish an incredibly well written blog targeting your chosen keyword, but if the intent of the keyword is transactional, your blog likely will not rank for that keyword as it’s not explicitly selling anything.
In other words, Google wants to rank pages that actually answer the searcher’s query, and with the same intent. We go into more detail about the different types of search intent below, along with some examples to help you understand why they’re so important.
The different types of search intent are informational, navigational, commercial, and transactional. When optimising or creating webpages, the keywords you choose must match the search intent of your user.
Informational search intent means that people are looking for an answer to a question or query. Often, blogs and other informational pages will rank here. For example, the keyword “What is search intent” has an informational search intent, and the corresponding pages ranking for this keywords are predominantly blogs answering this question
A navigational search intent indicates that a user is looking for a specific website or page. E.g. “Facebook login” – a user searching this term is looking for the login page for Facebook. Therefore this has a navigational intent, and pages that don’t meet this intent will not rank well against it.
With a commercial search intent, users are looking to investigate brands, services and products. They may be interested in making a purchase or converting, but aren’t yet ready to make the jump to transactional. They’re still exploring their options. For example, “Best coffee UK” (and similar shown below) have a commercial intent as users want to explore their coffee options.
If we take the keyword “Best coffee London UK”, we can see that Google returns a number of list and comparison articles to help users make a decision. This is different from an informational intent, as users require information about specific brands and products.
A transactional intent is when a user is ready to convert. They want to make a purchase, book an appointment, hire a tradesman etc. An example of this would be “Buy used cars online”. Users are clearly looking to purchase a used car online; their intent is obviously transactional. The pages that rank for this keyword match the intent perfectly.
Learn more about keywords and why they are so important in SEO in our recent blog.
Google developed a language model that deciphers a user’s intent from the words they use. The model looks at the way a query is worded, as well as synonyms of the query to return the most relevant results.
This model also analyses the language used on relevant web pages to ensure a good match is returned – even if the same language is not used. For example, if a user searches “change laptop brightness”, but the relevant website uses the language “adjust laptop brightness”, Google recognises the synonym and intent of the page, and will rank the page for that query.
Similarly, Google uses semantic keywords to better understand what a page is about, thus helping to deliver more relevant search results. So, with our “change laptop brightness” example above, semantic keywords might include:
The only way to determine the search intent of a user is to determine the intent of a keyword. The best way to do this is by using a keyword research tool like SEMrush or Ahrefs.
When you search for relevant keywords on these tools, they also provide you with their best guess at the search intent of any given keyword. These results aren’t always 100% accurate, however, so it’s best to also do a quick manual search to confirm. Simply search the keyword you have chosen in Google and determine for yourself what the intent of that keyword is.
Despite not being 100% accurate, the tools are still useful for determining search intent en mass. If you’re doing research for more than one page, or perhaps at the start of a new campaign, the search intent will guide you in the right direction before making your final choices, at which point you should check the intent manually.
When you’re ready to begin optimising content, keep in mind what your users are actually looking for. Review your chosen keywords again, and keep in mind the intent of those keywords.
When optimising for search intent, you should consider the Three Cs and ensure that your content is aligned with what currently ranks. They are:
If you’re looking for tailored advice on selecting the right keywords for your website, get in touch today to arrange a free consultation and see how our expert SEO and content teams can help you punch above your weight online.
Content Strategist & Team Leader
Founder
Our founder, Will Hitchmough, worked at a number of high profile Sheffield Digital Agencies before founding Wildcat Digital in 2018. He brings an extensive knowledge of all things related to SEO, PPC and Paid Social, as well as an expert knowledge of digital strategy.
Digital Marketing can be a minefield for many businesses, with many agencies ready to take your money without knowing how to deliver results. I founded Wildcat Digital to deliver digital success to businesses with smaller budgets in a transparent way.
Content Strategist Team Lead
With a degree in Marketing and a background in more traditional, offline marketing, Chloe joined Wildcat in 2021 after deciding to move into the digital marketing industry. She joined us as a Content Specialist and quickly moved up the ranks, becoming a Content Strategist and later an SEO Team Leader.
Outside of work, Chloe is an avid creative. If she’s not knitting, you’ll likely find her behind a sewing machine or in the kitchen trying (and often failing!) to make sourdough.
SEO Account Director
Paul has a strong background in SEO, having previously founded and ran a successful eCommerce business, as well as running a personal blog that achieves an average of 17K users per month. Paul’s knowledge of SEO is extensive, with a strong emphasis on client handling and technical SEO.
Outside of work, Paul enjoys spending time with his family and staying active with weight lifting and combat sports.
Head of Operations
Nadea joined Wildcat in 2021 and has since overhauled the way we work. She has a background in various administrative, operations and HR roles, which gave her the experience and skills needed to lead and organise a growing business.
Outside of work, Nadea loves anything that keeps her active, but she especially enjoys hiking, camping and mountain biking.
SEO Account Manager
With a background in sales, Molly is a natural Account Manager, brilliantly handling any issues that come her way. Having joined us as a Digital Marketing Executive, and working part-time through her final year of University, Molly is a shining example of how hard work pays off. She is now an SEO Account Manager with a particular interest in Content and Client Management.
In her spare time, Molly loves to get out in nature, hiking and exploring the Peak District. She also loves cooking and likes to unwind with a bit of yoga.
Senior PPC Account Manager
Libby joined Wildcat in 2021 as our first PPC hire. With a degree in Digital Media Production, a Master’s in Digital Media Management and previous experience in Social Media Management, Libby hit the ground running and has since climbed the ranks to Senior PPC Account Manager and has a particular interest in the eCommerce sector.
Outside of work, Libby likes gaming, and cooking and likes to keep active by lifting weights.
SEO Team Leader
Jasmine joined Wildcat in 2022 with a strong background in SEO and Account Management. At the time, she was finishing up a Level 4 Apprenticeship in Digital Marketing from the Chartered Institute of Marketing, and has since worked her way up to SEO Team Leader. Jasmine excels at content writing and promotion, and particularly enjoys finding creative ways to join the dots on multi-channel campaigns.
In her spare time, Jasmine volunteers at a charity, helping combat loneliness & social isolation experienced by older neighbours. Outside of Wildcat, she owns a catering company, Savery Grazing, creating delicious grazing tables & platters for a range of events. She also loves skiing and exploring the Peak District.
Senior PPC Executive
Prior to joining Wildcat, Braden founded and ran his own Social Media Management agency where he gained valuable skills in growing brands’ online presence, which has since proven invaluable in his role at Wildcat.
Outside of work, Braden is a big football fan, regularly travelling to Pride Park to support Derby County. He also enjoys watching and playing snooker, hiking in the Peak District, and attending air and car shows.
Senior SEO Executive
After spending ten years managing businesses, restaurants, cafes and event spaces across Sheffield, Jon decided to change careers and joined Wildcat as an SEO Executive in 2022. He especially enjoys the client management side of the job, helping them to understand digital marketing and ways in which they can build their business’s presence online.
Outside of work, Jon likes to keep fit with running, badminton and football, and also loves music.
SEO Executive
Rachel joined us as a graduate, having recently graduated from Sheffield University with a degree in English Literature. Since joining, Rachel has proven herself to be a Content Queen, and particularly enjoys getting stuck into projects that allow her to explore her creative side.
Outside of work, Rachel enjoys a wide range of hobbies, including rugby, singing, reading, and spending time with her family and three labradors.
PPC Team Leader
Carl joined Wildcat in 2023 with a wealth of experience in PPC. He has experience working with a wide range of clients, industries and budgets, from small local businesses all the way to international e-commerce businesses. Carl has a particular interest in strategic planning and forecasting. He is passionate about data analysis and creating sustainable long-term cross-channel strategies.
In his spare time, Carl enjoys keeping fit by lifting weights, bouldering and running. He’s also a keen musician, having played the double bass and bass guitar for 20 years.
Team Lead & Technical SEO Account Manager
With a degree in Computer Science and SEO experience dating back to 2017, Dariusz has a wide range of SEO skills and knowledge. His specialist knowledge of Technical SEO has firmly landed him the title of Wildcat’s Technical Wizard, and he has recently taken on the responsibility of Team Leader for the Panthers Team.
In his spare time, Dariusz loves hiking, experimenting and trying new coffees and loves learning new things. He is currently learning more about CRO and AI and how this could benefit our clients.
SEO Account Manager
With a degree in Film and TV production, and a varied career history, Jamie made the move to marketing with a Masters degree in Digital Media Management. He has since worked in SEO at Agencies across Sheffield, before joining Wildcat and working his way up to SEO Account Manager. Jamie has a particular interest in backlinks and Digital PR and has recently gained a client a valuable backlink from Forbes!
In his spare time, Jamie is an avid foodie and loves trying new restaurants and cuisines. He also loves to travel and spent a year travelling to Australia after university.
SEO Executive
Andy joined Wildcat in 2023 after starting his digital marketing career in-house for a local Sheffield company. Since joining, he has developed a strong interest in Technical SEO and has strong skills in Account Management.
Outside of work, Andy loves music and plays in a couple of bands. He also enjoys rock climbing, cycling, photography and good food.
Client Success Coordinator
Siena joined us in 2023 with a background in sales and digital marketing. She leads on client relationships across the company, ensuring that our customers are happy throughout their journey with us, from their initial consultation through to onboarding and beyond.
Outside of work, Siena enjoys travelling and getting stuck into the local culture. She likes to make the most of her experiences and particularly enjoys watching sunrises and sunsets from beautiful locations around the world.
Senior SEO Executive
Thea has a wealth of experience in SEO, having previously worked for other Digital Marketing Agencies in Sheffield. She has a particular interest and skills in Technical SEO, but is more than willing to get stuck in and give anything a go.
Outside of work, Thea spends most of her time with her children, but also loves reading, photography and gardening.
PPC Executive
Before joining Wildcat, Tom worked across different industries, building skills in sales and customer service. He later developed a passion for digital marketing whilst working on personal marketing projects and freelance ventures, and gained numerous certifications in PPC and Social Media.
Outside of work, Tom enjoys staying active by going to the gym and hiking. He also loves travelling and motorbiking.
Head of Growth
Rich joined us in May 2024 to head up our growth team. With years of experience helping other agencies to grow, Rich joins us at an exciting time as Wildcat is working on a five-year plan to become one of the biggest agencies in the UK.
Outside of work, Rich is a father to three children, which keeps him very busy! He’s also recently started running again to keep fit and loves a bit of DIY.
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